More and more companies today are recognizing that their customers never leave home without their mobile phones and are checking and responding to their text messages constantly throughout the day. With the rapid growth in smart phone sales, the mobile phone is rapidly becoming the most effective way to develop and maintain an ongoing relationship with those customers.

However, one of the most fundamental issue facing marketers today is figuring out what their customers actually want from them and how best to deliver that need. The reason it is so difficult to determine is the lack of information on who those customers actually are. If you don’t really know your customer, how can you possibly meet their needs?